Cure Brain Cancer Tax Appeal
Hope at last
The campaign needed to communicate urgent, ‘not-a-second-to-waste’ need, complex science, and a vivid, exciting message of hope.
The biggest news EVER for Australians impacted by a devastating brain cancer deserved a powerful, moving campaign that donors would love.
We achieved this via a series of dynamic social media assets, best-practice fundraising email communications, and a customised landing page.
From this five-wave digital tax appeal, the average email open rate was 36.69%. On social platforms, the campaign reached 390,000 people, of whom 169,800 engaged with the campaign. Through this exciting digital campaign, Cure Brain Cancer received an average gift of $286.10 and exceeded its target appeal income by 8%.
Change & Co and Tone came highly recommended by someone I knew and trusted, so I knew they would be good. However, I was completely blown away by their ability not only to quickly understand our cause but to communicate with a wonderful combination of need, warmth, empathy and emotion. Small wonder then that our Tax Appeal was outstanding, experiencing a 300% growth year-on-year.